Creating Dobrozdrav Brand
While pursuing the strategy of capturing a growing segment of beverages that are “healthy alternative” to natural coffee, Slavcoffee launches production of instant organic chicory powder. It requires comprehensive development of a brand focused at conservative consumer audience. The appropriate tradition-oriented intonation was first of all expressed in Dobrozdrav name phonetically associated with Slavic names and early-Soviet acronyms. This stylistic line was further developed in the logo and package that connotated to nostalgic allusions to the Soviet grocery aesthetics.